Want a Free Beer? Find a Canadian!

Being hard to conquer, the European market encountered one very interesting Canadian campaign this spring.

Beer brand Molson, the Canadian part of Molson Coors Brewing Company, producing pale lager, booked the creative agency Rethink Canada to figure out what would be the best way to make a breach to the European market.

It’s hard to be creative in advertising in the 21st century, but creativity, apparently, has no boundaries. Rethink Canada came up with the idea to deliver red fridges full of free beer to different parts of Europe. But there’s a catch here, the fridge opens up only if you manage to find a Canadian nearby – with a passport!

After the fridge scans the passport, it opens and voila – everyone is happy!

Appealing to the most basic human need – to belong – the slogan “Here’s to being proud from where you come from” adds up to the creative idea and creates a strong liaison between the consumers and the brand. Check it out, and a video of how the fridge was made, below: